The Ketchup Conundrum.

Is there anything that Malcolm Gladwell doesn't know a lot about? Here, he describes that, as the Firesign Theatre once said, "Everything You Know Is Wrong!" Or more precisely, it's one of those highly frustrating articles that start out saying, "Somebody once did this with this one thing," and it sounds very promising and like something you can adapt in your work or daily life, and then at the end of the article it says, "But then somebody else tried it with this other thing and it didn't work." How can I learn from stories like this if I can't apply them to other things? Damn.